The purpose of the study was to explore the contribution of special events as an innovative techn... more The purpose of the study was to explore the contribution of special events as an innovative technique for improving Zimbabwe’s image as a tourist destination. Most of the destination image researches have been aimed at western destinations; research on tourism destinations among emerging economies such as Zimbabwe has been limited. As tourism services are intangible, images become more important than reality. Special events can be a powerful tool for attracting visitors to a tourist destination as an innovative strategy to improve the destination’s public image.
The purpose of the study was to explore the contribution of special events as an innovative techn... more The purpose of the study was to explore the contribution of special events as an innovative technique for improving Zimbabwe’s image as a tourist destination. Most of the destination image researches have been aimed at western destinations; research on tourism destinations among emerging economies such as Zimbabwe has been limited. As tourism services are intangible, images become more important than reality. Special events can be a powerful tool for attracting visitors to a tourist destination as an innovative strategy to improve the destination’s public image.
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